The Newcastle- and London-based consultancy won a competitive pitch in April to create an identity and branding materials for the campaign, which looks to ‘not judge’ or ‘stop people enjoying a drink’, but change people’s relationship with alcohol.
Briefed with raising the profile and taking the debate to Balance’s North East target audience, Different has created an identity and a range of marketing materials that will be rolled out on 16 June.
Different’s solution was to create a ‘dual-pronged’ campaign that will address the people of the North East as well as health professionals and the police, according to Yousaf Khalid, account director at the consultancy.
Through website, TV and radio campaigns, people will be encouraged to fill in a survey.
This, Khalid says, will help inform Government policy and provide data on alcohol, crime and disorder in the area.